Boundary-spanning marketing organization a theory and insights from 31 organization theories

Now more than ever, marketing is assuming a key boundary-spanning role: a role that also redefined the composition of the marketing organization. In this Brief, the marketing organization's integrative and mutually reinforcing components of marketing activities, customer value-creating processe...

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Bibliographic Details

Main Author:	Hult, G. Tomas M.
Corporate Author:	SpringerLink (Online service)
Format:	Electronic Resource
Language:	English
Published:	New York Springer c2011.
Series:	SpringerBriefs in Business 20
Subjects:	Marketing > Management. Electronic books.
Online Access:	Available for University of the Philippines Diliman via SpringerLink. Click here to access